If your advertising is doing its job, then your prospects are clicking over to your website landing pages. In a recent article, self-proclaimed conversion scientist Brian Massey shared about two goals a landing page must have to distinguish it from any other page. Massey said simply, your page must keep the promise you make and you must entice the visitor to take action. To succeed with these two goals, your landing page requires five essential components.
1- Your Unique Selling Proposition – Brand promise
What is your business offering to consumers who click on the page? Share the offer in a well-written headline. Reinforce the promise with information important to the prospect’s buying decision. Close the page with a closing argument that shares at least one compelling reason the prospect should choose your company.
2- Images and Videos
Your prospects need to envision themselves using your product or service. Share testimonies or real-life stories using images and videos.
3- Product Benefits
Similar to the Unique Selling Proposition, clearly share what benefits the product offers. Are you saving them time? Or money? Is the product quality better than any other? List all the benefits in a bulleted outline to showcase the value.
4- Social Proof
Social proof is also known as influence. It’s a psychological phenomenon where people assume the actions of others is something they also should be doing. Think of a long line to enter a club or store sale, others who pass by are influenced by the importance of the line and are influenced to step in line. On your landing page, include social proof with customer testimonials and social sharing media sharing buttons, to help influence prospects to take action.
Your call-to-action is one of the most important components of the landing page. It must be engaging and specific. The other contents of the page have been driving the prospect’s buying decision and now it’s time for them to take action. Write a clear call-to-action statement and ensure the buying process is easy to complete.
The landing page is the closing statement of a successful online marketing campaign. Steps one through four tell a story that moves your prospects along the buying journey to a decision they will feel great about.